We wanted to create a PR story with our special build OOH: Dynamite’s spicy kick is so explosive, it’s blown its lid off. We did this by making billboards showing a jar of exploded Marmite Dynamite with the lid blown off and placed in a variety of funny situations: smashed into a car wing screen, stuck in a tree and hanging off the top of a building. Accompanied with a warning: “Love it. Hate it. Be careful with it’, we demonstrated the explosive power of Marmite Dynamite in an arresting way. The three poster visuals themselves featured realistic splatters of Marmite, each bespoke to reflect the type of explosion and connect to the placement of the giant 3D lid.